Will the future truly be feminine? An opinion survey by Havas, at the crossroads of gender

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MONTREAL, Sept. 22, 2017 /CNW Telbec/ - The Future Is FeMale is the newest Prosumer Report published by Havas. The following concerns are at the heart of this study: attitudes towards feminism, the female-male relationship, male and female roles in society, women in the workplace, gender identity and childrearing.

"Now that feminism and issues about gender have come to the forefront in the media, it's interesting to see where the average citizen weighs in," explained Stéphane Mailhiot, Vice President of Strategy, Havas Montréal. "This study demonstrates that, collectively, we've arrived at a crossroads. Even as we observe the rise of feminism and equality, there's a simultaneous move backwards towards more traditional roles."

Highlights from international findings:  

• "Feminism" is the new "F" word. More than a third of men and half o women believe that the world would be a better place if women were in positions of power. And a large majority of respondents believe that women and men who work in the same positions should be paid equally. However, only 31% of women and 17% of men consider themselves to be "feminist".
• Gender inequality still exists. Nearly one out of two respondents believes that true gender inequality will never exist, because the genders are not equal. Furthermore, 56% of women and 41% of men think that even if women have rights, they have no real power.

• Leading the world in gender-neutral childrearing. While 90% of Russians and 100% of Indonesians believe that children should be raised according to traditional gender norms, two-thirds of Canadians advocate a more gender-neutral approach. In Quebec, that statistic increases to 75.1%.
• Women have achieved some freedoms. 57.8% of those surveyed believe that a man should be masculine, while only 48.8% think that a woman should be feminine. Canadians are more comfortable that Quebecers with gender fluidity.
• Having babies and wage equality. When asked what prevents women from earning as much as men, reported reasons included sexism and gender bias, a woman's ability to negotiate and that men still make the rules. In the rest of the world, the main reason is raising families.

Interview request
To schedule an interview with Stéphane Mailhiot, Vice President of Strategy at Havas Montréal, writer and host of the radio show, Médium large, please contact Marie-Geneviève Parent ([email protected], 514 284-8926).

About Prosumer Reports
In 2017, Havas partnered with Market Probe International to survey 12,168 adults in 32 countries: Argentina, Australia, Belgium, Brazil, Cambodia, Canada, China, the Czech Republic, Denmark, Ecuador, France, Germany, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, Myanmar, the Netherlands, the Philippines, Poland, Portugal, Russia, Saudi Arabia, Singapore, South Africa, Spain, the United Arab Emirates, the United Kingdom and the United States.

About Havas
The Havas Group operates in more than 100 countries. Havas Montréal comprises 80 communications specialists offering creative, design, strategy and production services, as well as media expertise to a wide range of local and international brands. Our main clients include
Air France-KLM, CDPQ, Couche-Tard, National Bank, Fromageries Bel, Ivanhoé Cambridge, Québec en forme, Richter, St-Hubert Retail and LasikMD.

SOURCE Havas Canada

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